More than ten years have passed since Anthesis started its proper activity in Direct Sales, choosing the Lingerie line, still an unexplored field, at that time, of this business sector. After only five years Anthesis was the top Italian leading firm of its kind. In ten years time it successfully increased its turnover from 300 million lire in 1989 to 100 billion lire in 1998 and economic experts nowadays say Anthesis is an extraordinary example of a great managerial ability.